Including a comprehensive communications strategy into an organization's business plan is the most effective way to promote company initiatives and build its reputation.A good plan includes both internal and external components to reach consumers, stakeholders, and foster teamwork. Once company goals are defined, Chris Morrisroe Communications (CMC) will help you answer the following questions to determine the best communications strategy for your company:
♦ What audiences do you want to reach?
♦ When is the best time to share messages with the media for publicity?What are the most appropriate media outlets to use?(Media Relations)
♦ What industry or community associations would make good alliances?(Industry & Community Relations) ♦ When and how should employees be educated on initiatives and goals to learn their role? What is the company culture you want to foster? What are your company values? (Internal Communications) ♦ Are there event sponsorship opportunities, public or industry-wide, that would enhance your messaging?Should your company host its own event to reach stakeholders and customers?(Special Events)
♦ What are the most effective communication tools to use for promotion, i.e. direct mail, social media, dynamic collateral?Is there an advertising program in place? ♦ What Web/social media tools need to be developed?
MEDIA RELATIONS
CMC works with you to determine the appropriate timing and messaging for publicity, as well as, appropriate outlets to contact. Strong working relationships with key media personnel have been developed. These relationships help to successfully promote newsworthy events and announcements. Face-to-face meetings with journalists are conducted and press information distributed.CMC will also prepare executives for media interviews.
Chris was responsible for extensive media coverage for past initiatives including: Hudson's Somerset store opening; celebrity appearances by guests such as Elizabeth Taylor, Cher and Muhammad Ali; appointment of executives at Dayton Hudson, Art Van and Small Times Media; milestone anniversaries like Art Van's 50th; seasonal trends for retail; business announcements; Cindy Crawford Home Collection exclusive product introduction; and many others.
This exposure reached consumers and stakeholders, enhancing the reputation of each company.
INDUSTRY & COMMUNITY RELATIONS
Creating good working relationships with community organizations and others in your industry strengthens the branding of your company. Morrisroe has extensive experience fostering relationships with outside groups that have maximized exposure for client initiatives - reaching their targeted audiences. One great example of community outreach is Fash Bash.Fash Bash was a benefit for the Founder's Junior Council (FJC) of the Detroit Institute of Arts (DIA) that was held annually for over 25 years.Chris promoted the event as it grew from a small fashion show at the Westin Hotel Ballroom to a large production with celebrity appearances at Detroit's Fox Theatre.Strong pre-publicity ensured the event sold out to over 4,000 guests. Inviting over 100 individuals from the media created detailed coverage of the show.Follow-up publicity enhanced the lasting coverage of the celebration.This event set the stage for consumers as they looked to Hudson's for trend and selection of their fall wardrobe and raised hundreds of thousands of dollars for the FJC, enabling the group to continue their support of popular programs at the DIA. On another occasion, industry relationships were fostered as Morrisroe researched relevant industry events that would promote Ford Motor Company's hydrogen fuel cell technology. Chris promoted and executed Ford's participation in the Clean Cities Conference.Media, conservation groups and other industry leaders were exposed to the possibilities of this cutting edge technology through Ford executive presentations and a large exhibit.While at the event, Ford took the opportunity to announce the production of hydrogen-fueled buses that would be used by a community group in California resulting in more interest for bus purchases.
SOCIAL MEDIA PRACTICES
Social media outlets offer businesses the opportunity to connect with their customers in unique ways. Through avenues such as, LinkedIn, Facebook, YouTube and Twitter, direct contact is made with the consumer - and direct feedback can be received. With the introduction of these tools also comes a time commitment. CSC can help select the social media avenues to use, set-up the company with those outlets and even manage them if needed.
INTERNAL COMMUNICATIONS
Employees are the most important asset of a company.Research has shown that consistent, inclusive communication with employees bolsters employee satisfaction and ensures a better success rate of initiatives.Internal programs should be supported that emphasize the values and culture of your company, as well as, educate employees on new initiatives and celebrate company successes.Programs may be as simple as scheduling regular department meetings or as involved as hosting a company-wide offsite meeting or celebration.CMC can plan and execute these programs, as well as, help you determine and develop the appropriate tools for consistent messaging.Tools may include internal newsletters, employee Intranet, training opportunities or recognition programs. While supporting the communication department at Art Van Furniture, Chris introduced an internal bi-monthly newsletter for employees, was instrumental in the development of the company's Intranet, and promoted best practices and intra-department communication through various recognition programs.This type of communication was of great importance as the company developed a new internal culture and enhanced its product mix.
SPECIAL EVENTS
Creating event excitement really drives home a celebration or product introduction.No production is too large to take on as Morrisroe has developed and executed events for thousands:from smaller in-store programs to large on-location galas; from local community outreach to large festival sponsorships; and from employee recognition parties to company-wide affairs.
When Art Van Furniture was looking to promote a new store design and its higher end leather shop, Chris produced a benefit gala at the company's flagship store that brought together over 1,000 individuals representing the target audience.An alliance was formed with the Partners, supporters of the Barbara Ann Karmanos Cancer Institute.Morrisroe managed a six figure event budget to treat guests to superb dining, cocktails, music by national recording artist Sister Hazel, and the Partners silent auction.In addition to the on-site exposure and extensive media coverage, the event raised over $300,000 for the group.The efforts were rewarded with increased sales, an image boost, and company goodwill.
MARKET TRENDS It is important to many stakeholders and customers that the companies they support react to market and consumer trends in a timely manner. At this time we see more and more consumers are turning to companies and products that are doing something positive for the environment.Yet, some companies are afraid to jump in and change while the economy is tough. CMC believes that this is exactly the right time to be looking for alternative options.Many companies find that they can operate more efficiently and develop goodwill at the same time by adopting greener practices.It may be as simple as adding an energy efficient heating & cooling system that saves thousands each year in energy costs - or partnering with a community organization that will help support a recycling program.CMC can look inside your company and suggest ways to become more sustainable or energy efficient, while still making good business decisions. At Art Van Furniture, it was as easy as spotlighting one of the company's key assets - their delivery trucks. Morrisroe developed a unique relationship between NextEnergy in Detroit and Art Van that is still in motion today.NextEnergy needs real world testing of biodiesel fuel to move forward in developing the national standards for the fuel.To fulfill this research requirement, Art Van dedicated two delivery trucks to run on the biodiesel as they deliver furniture to customers.Art Van regularly reports on the trucks' performance to the team at NextEnergy, giving them the data they need and the program actually saves Art Van fuel costs.
